基于结构方程模型的都市现代创意农业园游憩者忠诚度研究

以北京农业嘉年华为例,基于游憩者调研数据,构建了都市现代农业园游憩者忠诚度结构方程模型,对其进行实证研究,以期为都市现代创意农业园的发展升级提供相关战略思想。结果表明:园区产品、园区管理服务以及园区可达程度对游憩者满意度以及忠诚度具有较大的正向影响,而园区的可达性对游憩者满意度及忠诚度的影响最大,值得注意的是,园区价格对游憩者满意度的影响不显著,这与游憩者较高的收入水平和人民对美好生活的向往,即为了高质量的农产品愿意付出更高的货币代价的事实相符合。研究游憩者的感知价值与其满意度、忠诚度之间的关系,对更好地发展都市现代农业具有重要的指导作用。

Research on the Loyalty of Tourists in Urban Modern Creative Agriculture Park Based on Structural Equation Modeling

Taking the Beijing Agricultural Carnival as an example,based on the survey data of the tourists,the model of the loyalty structure equation of the urban modern agricultural park was constructed and empirical research was carried out,in order to provide relevant strategic ideas for the development and upgrading of urban modern creative agriculture park.The research results showed that the park products,park management services and the accessibility of the park had a positive impact on the satisfaction and loyalty of the tourists.The accessibility of the park had the greatest impact on the satisfaction and loyalty of the tourists.The impact of the park price on the satisfaction of the tourists was not significant,which was consistent with the higher income level of the tourists and the people′s longing for a better life,the fact that high-quality agricultural products were willing to pay a higher monetary cost.Studying the relationship between the perceptual value of tourists and their satisfaction and loyalty,which had an important guiding role in the development of urban modern agriculture.